The development of its sleek, lightweight coffee machine may have begun in Japan but now it has taken root in the American coffee culture. With the ever-increasing popularity of coffee and espresso drinks, Nespresso has started to become a much talked about name.
The company offers several different ways for its consumers to experience the company’s products. Some of the approaches are described here. Nespresso products can be found in many different ways, including; under the names Intelligentsia, Brewed Media, Single Serve, and Revitol.
The company does, however, use a lot of words like “single serve”micro-brews” to describe the small packs. When I heard this from an “underdog” of the marketer field, I did my research and found this;
“The Nespresso Micropure coffee maker is a single serving, portafilter coffee maker that is perfect for homes and restaurants. The flavor and consistency are superior to other single serve brewers that cost twice as much.
It’s small and convenient, perfect for people who want instant coffee without having to wait on it to brew.” These are the main areas I want to focus on for a Re-inventing Nespresso? and HBR Case Solutions.
The Micropure was not actually developed for people who are looking for coffee instantly. It was designed as a way to make large batches of coffee without having to spend all day at the kitchen. This model does have the capacity to make a large amount of coffee in less than half an hour. The word “micropure” is thrown around to describe the single serve design. This model was actually first introduced in 2020 and has since gone through many revisions of many different sizes and models.
Many consumers were looking for an alternative to a machine like a Nespresso brewer. In some ways it is still too early to know if the product will have a lasting place in the marketplace. Some of the top coffee makers on the market at the moment are fully automated and cost hundreds of dollars per unit.
The Micropure was being marketed to people who wanted to have a single serve coffeemaker at home, for home use only. No one really knew if there would be enough demand for a machine like this in a mass market.
On the other hand, the product was marketed to consumers by an advertising campaign run by Harry Grump, a well known face on the internet marketing industry. As one example, a “Case Study” Solution by the company reveals that the company is looking for an experienced coffee drinker to test the product.
The case was created by Harry Grump himself and details how his first thoughts when he came across the opportunity. Hiring a team of marketing experts helped to bring the company to the forefront of the US coffee market.
So is there hope for Re-inventing Nespresso? Yes, and no. There is a large potential customer base and the company needs to continue to grow its reputation and earn the trust of the consumers.